体验商务英语3 Unit 4 Advertising-文档资料

1、Unit 4AdvertisingQuotations“Advertising is the greatest art form of the 20th century.”Herbert Marshall McLuhan was a Canadian educator, philosopher and scholar a professor of English literature, a literary critic, a rhetorician, and a communications theorist. McLuhans work is viewed as one of the co

2、rnerstones of the study of media theory.Advertising is the art of convincing people to spend money they dont have for something they dont need.Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.QuotationsDoing business without advertising is like winking a

3、t a girl in the dark. You know what you are doing, but nobody else does.Good advertising does not just circulate information. It penetrates the public mind with desires and belief.The man who stops advertising to save money is like the man who stops the clock to save time.It used to be that people n

4、eeded products to survive. Now products need people to survive.Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Starting upAWhich advertisements do you like best?Pirelli is an Italian industrial enterprise that is active in more than 169 countries. The Pirelli Gro

5、up is the fifth largest tyre manufacturer in the world in terms of turnover, with 24 factories in four continents, and is a leader in the high end and high technology segments of the market.Perrier is a brand of bottled mineral water made from a spring in Vergze, France. Perrier is naturally carbona

6、ted. Both the water and natural carbonic gas are captured independently and the carbonic gas is added in the bottling phase. Perrier claims that the level of carbonation in every bottle of Perrier is the same as the water of the Vergze spring.Video LYNX, an animal rights group, was formed in 1985 by

7、 a breakaway group of Greenpeace campaigners headed by Mark Glover. They were trying to bring out a ban on fur farms throughout UK. They went out on the street and daubed red paint on women wearing fur coats. Their success of the anti-fur campaign peaked in 1990 when Harrods closed its fur departmen

8、t and leading furriers were forced to call in receivers as sales dropped by 50 per cent.VideoWhich advertisement do you like best? Why?BListen to four people describing their favorite adsSpeaker Product Reasons for liking the ads1234a carLevi Strauss(jeans)Renault Clio(car)Diary Box(chocolates)Its c

9、olorful, I like the music and its chaotic.The boy looks marvelous and theres a great tune Mad about the Boy.Its a funny ad and it just appealed to my sense of fun.I just felt I had to have those chocolates. It was an immediate response to an advert.DiscussionGood and bad advertisementsWhat makes a g

10、ood advertisement?- 90% of advertising is bad.- 90% of advertising is unnoticed & ignored.- no matter how many times an ad is run, if it is dull, boring and of low quality, people will ignore it.1) A powerful hook - a powerful opening line/question to grab the customers attention2) A clear and s

11、uccinct explanation of the problem that is solved for the customer - the benefit of the product or service3) An iron-clad guarantee to take the risk out of buying the product4) A call to action - What to do NOW to purchase the product or service5) An incentive to act NOW - e.g. a discount or special

12、 rewardAAdvertising is important to any business, butGood advertisements should have:BAre the following advertising practices acceptable?Ad with childrenAd with starsAlcohol adComparative advertisingSubliminal ad 潜意识广告是由调研专家维卡瑞提出的广告理论。这个理论表示，有意识的感知中，实际上看见的只是眼睛呈现的一部分。维卡瑞在美国新泽西北部的一家电影院做实验，他让老板准备了一部特别的

13、放映机，在放Picnic(野餐)电影时两部机器同时工作，在电影放映过程中，用很弱的强度在银幕上映出“喝可口可乐”或“请吃爆米花”字样，并每隔5秒钟以1/3000秒的速度插入。如此一来，有意识的眼睛虽然无法注意到叠印在电影情景上的这些广告信息，但无意识的眼睛却已经记忆中并“读到”了这些信息。在1957年的整个夏天，测试取得成功，可口可乐的消费量因为潜意识广告而上升了六分之一，爆米花则超过了 50%。维卡瑞为这个构想申请了专利，并且组织了一家公司来处理“潜意识”的电影和电视。CWhich of the following statements do you agree with?People re

14、member advertisements, not products.Advertising raises prices.Advertising has had a bad influence on children.videoVocabularyAdvertising media and methodsWhat advertising media can you think of?newspaperradioTVbillboardbusdirect mailinternetmagazinetruckcatalogueleafletABComplete the table with the

15、suitable wordsMedia MethodsVerbs Radio Jingles PersuadeAdvertising DirectoriesExhibitionPressMailshotsPublic transportBillboardPostersWord-of-mouthCinemaLeafletstelevisionCommercialsPoint-of-saleEndorsementSlogansSponsorshipFree sampleRunTargetPublicizePromotePlaceLaunchResearchsponsorAReading Outdo

16、or advertisingUnderstanding outdoor advertising.What outdoor advertising can you think of?What are the advantages of outdoor advertising?Cost-effective, wide audienceBBefore you read the article, match the words to their definitions.1 segments2 soaring3 mass market4 TV slot5 kiosksa place in a telev

17、ision schedulerising quicklysmall open-fronted shop in the street for selling newspapers, etc.concerning with non-luxury goods that sell in large quantitiesparts of a larger market or category of customersCComplete the statements with 4 of the words above.The cost of a prime-time _ is _. However, ad

18、vertising on _ is cheap. Outdoor advertising is one of the fastest growing _ in the market.TV slotsoaringkioskssegmentsOutdoor advertising A breath of fresh airDRead the article and answer the questions1 Complete the table using information from the first paragraph.Outdoor advertisingbillboards tran

19、sport Street furniture bus shelter public toilets2 what do these numbers in the article refer to?18= $18 billion, annual worth of the worlds outdoor advertising6= 6%, percentage of outdoor advertising in all the worlds advertising spending3060,000100,00090205= 30 seconds, length of a prime-time TV s

20、lot= 60,000, cost of a 30-second prime-time TV slot= $100,000, equal amount of 60,000 in terms of US dollars= 90, cost of a 2-week bus shelter advertisement= 20%, percentage of street furniture ads in outdoor ads in Europe= 5%, percentage of street furniture ads in AmericaSmirnoff is a brand of vodk

21、a now owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow; it is now distributed in 130 countries.Smirnoff products include vodka, flavored vodka, and malt beverages. In March 2006, Diageo North America claimed that Smirnoff vodka was

22、the best-selling distilled spirit brand in the world. ListeningSuccessful advertising campaignsAndrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Listen and complete the chart below.Campaign 1Campaign 2Product Media Target customerMethod Result Reasons Fr

23、ank Coopers marmaladeCream cheese spreadRadio, Classic FMTVOld menChildren & mothersregular adverts and a sponsorship tie-upA fun advert that appeals to childrena huge successa huge increase in salesthe sales have donevery wellCost-effective, good targetingand increased salesgenerate salesKraft

24、Jacobs Suchard AG-part of Philip Morris Companies Inc. by way of Kraft Foods, Inc.-is a leading European food company. Formed in 1993 through the combination of Jacobs Suchard AG and Kraft General Foods Europe, Kraft Jacobs Suchard (KJS) specializes in three food categories: coffee (42 percent of op

25、erating revenues), confectionery (30 percent), and cheese/grocery (28 percent). Key coffee brands include Carte Noire, Gevalia, Grand Mre, Hag, Jacobs, Jacques Vabre, Kenco, Saimaza, and Splendid. In confectionery, noteworthy brands include Callard & Bowser, Cte dOr, Daim, Freia, Lacta, Marabou,

26、 Milka, Suchard, Terrys, and Toblerone. Finally, well-known brands in cheese/grocery include Dairylea, El Casero, Kraft, Miracle Whip, Oboy, Philadelphia, Sottilette, and Tang.ListeningSuccessful advertising campaignsIn the 2nd part of the interview, Andrew explains why advertising is not a waste of

27、 money. Listen and find out the reasons he gives.Advertising helps to keep a product at the front of consumers minds so that they are more likely to select it, rather than a competitors product, when they go shopping.ListeningSuccessful advertising campaignsMatch words from each box to form word par

28、tnerships.Then make a sentence for each word partnership.advertisingmarketingpublicretailpricepromotionaltechniquespromotionsoutletscampaignrelationsmixOur new advertising campaign will begin in July.Do you know the 4Ps in the marketing mix?Nowadays, good public relations is very important to any co

29、mpany.We sell our products through our network of retail outlets.Price promotional can effectively attract peoples attention.We must choose our promotional techniques for new products very carefully.In English, the definite article is the. Definite means that the refers to some specific thing as con

30、trasted with a or an which does not refer to one specific thing or individual. Thus, if I say the book, you know which book I refer to.eg. Would you pass me the book on the desk? Do you know the man over there?The indefinite article is just the opposite of the definite article. In English, the indef

31、inite articles are a, an, some, any. They are indefinite because they do not refer to a particular thing as the does.eg. Could you give me a book to read? Its so boring. Im going to Beijing. Could you recommend a good hotel? Our teacher is an American.Language reviewArticlesDefinite & indefinite

32、 articlesMy friend is _ fireman. Lets ask him for _ help._ Pacific Ocean is _ largest body of water on _ Earth. You can find _ books youll need for _ English class at _ A. Meridith remembered to turn off _ lights before she left _ apartment. They refused to listen to _ Tim because they thought he wa

33、s _ overbearing person. He telephoned _ agent that was listed in _ telephone directory. John felt _ painting was much too expensive and decided to look for _ different one. One of _ students has committed _ crime. No one will leave the classroom until _ guilty student admits his or her _ guilt. Ther

34、e was _ sound in _ living room. Tom said he was _ employee at _ fast food restaurant. _ restaurant is at _ shopping mall. Jack Anderson was caught holding _ match at _ time of _ fire. Im afraid I cant remember _ exact date of _ show. Shes staying at _ hotel in _ small town in Colorado. _ town is nea

35、r _ Denver. He got _ job in _ best company in town. a/The thethethe/thethe/anana/thetheatheatheatheanaThea/theathethethetheaaTheathe/AN ADVERTISEMENT FOR THE NEW FORD PUMAMore than 6,000 advertising people from around the world gathered in Cannes at the end of last month for the 44th International A

36、dvertising Festival.Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal: a simple idea that crosses borders and appeals to people on the same level in different markets. Unfortunately most of the awards were for ads created specifically for

37、local markets. The new Ford Puma campaign was created too late for this years festival, but expect to see it shine at the 45th. Designed to launch Fords new sporty coupe across Europe, it contains that instantly recognizable idea that those multinational agencies clients seek.Essentially, the late,

38、great Steve McQueen drives Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullit.Footage from the film, supplied by Warner Brothers, is combined through the use of extraordinary computer technology with footage of the Ford Pum

39、a. The car follows one of the routes Mustang took in the film.AN ADVERTISEMENT FOR THE NEW FORD PUMAAs McQueen drives around the city, the car receives admiring glances from passes-by ranging from a traffic cop to an attractive woman out walking. Finally he pulls into his garage where he parks the P

40、uma alongside the original Mustang. advert commercial concept USP university VIP hour European exhibition MBA employee endorsementanaaaaaanaananananPut “a” or “an” before the words in the box.SkillsStarting presentationsADecide whether each of the following sentences are formal or informal. Then lis

41、ten and check your answer.Introducing yourselfOn behalf of myself and Focus Advertising, Id like to welcome you. My names Sven Larsen.Hi, Im Dominique Lagrange. Good to see you all.Giving background informationIll give you the background and talk you through the results of the market study.Ive divid

42、ed my presentation into three parts.Introducing the topicThis morning, Id like to outline the campaign concept weve developed for you.Im going to tell you about the ideas weve come up with for the ad campaign.Inviting questionsIf you have any questions, please dont hesitate to interrupt me.If youre

43、not clear about anything, go ahead and ask any questions you want.SkillsStarting presentationsCPresenters can use different techniques to get their audiences attention at the start. Match the techniques to the examples.a) tell a personal story c) ask a questionb) offer an amazing fact d) state a pro

44、blem1 I wonder if any of you here know the answer to this question: whats the most popular holiday destination in Europe for people under the age of 25.2 When I was on holiday a few years ago in Greece, the owner of a taverna told me that in 20 years time, the little village where he lived would be

45、a popular tourist resort.3 Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to the travel industry.4 Were facing a crisis with our market share. What are we going to do about it?cabdCase studyFocus AdvertisingBackgroundCompany HeadquartersRe

46、putation Problem Current taskFocus advertisingParis, FranceCreating imaginative and effective campaignsreputation damaged, major clients lost, need to restore company reputation & win potential clientsCompete against some well-known agencies for several contracts.Case studyAdvertising campaignsC

47、ampaign 1Campaign 2Campaign 3Campaign 4Product Target customersTask A high-priced, hand-finished sports car with a classic design.High-income executivesRe-launch the product with an international campaign.A unisex perfumeLower-end of the marketLaunch the perfume in an English speaking countryLondon chain restaurants with extensive menusAll potential customersLaunch a creative campaign to improve salesBanking se